As seen on Shark Tank- the Zipadee-Zip seems like a great way to transition out of a swaddle after baby can roll over. I usually swaddle baby with one arm out, and then the other (so just wrapped snugly around baby's torso) and eventually just a sleep sack (wearable blanket like this one made by Halo) but this can help new parents that aren't as confident in their swaddling, or parents of a little Houdini that can wiggle their way out of almost anything.